Opinion

Stella Artois injects hyperbole and imagination into a quirky history lesson

Social video expert Be On reviews Stella Artois' spot for its 'Be legacy' campaign - 'The history of Sebastian Artois'

Set to a fast-paced and mischievous beat, the ad aligns the brand with spontaneity, decision-making and trailblazing. 8.2/10

Stella Artois and creative Agency Mother team up for the ‘Be legacy’ campaign, telling the stories of those responsible for the success of this iconic Belgian beer.

On hearing a brewery is up for sale, born entrepreneur and natural risk-taker Sebastian Artois makes it his mission to start his own business. Selling everything he owns, including Van Gogh's iconic Sunflowers painting – which wasn’t painted until some years after Artois became head brewer – the spot fuses authentic storytelling with the right amount of hyperbole and imagination.

Set to a fast-paced and mischievous beat, the ad comes in at just 60 seconds and aligns the brand with spontaneity, decision-making and trailblazing. Artois' get-up-and go attitude relates well to today’s startup up culture, making the brand’s heritage relevant to consumers.

Thoroughly quirky, the brand, through Sebastian Artois, asks viewers to consider "What do you want to be remembered for?", tying in well with the campaign’s ambition to explore Stella Artois’ colourful history.

In 2015, the brand launched their "Buy a lady a drink," addressing the fact that 663m people live without access to clean water. This year, it is continuing its focus on women and personal stories, as it champions Isabella Artois, who took on the brewery following the death of her husband.

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